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Go ahead, blame advertising. You know you want to!
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The photos above were taken by a Korean named JeongMee Yoon for her Pink & Blue Project.
JeongMee Yoon’s current work, “The Pink and Blue Projects” explores the trends in cultural preferences and the differences in the tastes of children (and their parents) from diverse cultures, ethnic groups as well as gender socialization and identity. The work also raises other issues, such as the relationship between gender and consumerism, urbanization, the globalization of consumerism and the new capitalism. The topic seems to be well treading territory already but it’s still crazy to visualize. Some of the poses that these kids strike are interesting too.
I found those pretty photos just by accident. I actually love them from the visual point. But to be honest when putting on my “advertiser” hat, I do feel a little bit guilty when facing those colorfully photos though I know if I saw those photos just from a normal public viewpoint, I wouldn’t feel any weird. Apparently, Children & Consumerism issue is portrayed vividly in those photos. So I wonder, as advertisers, should we blame ourselves for worsening the children consumerism problem?
Also, the photos seem to me that things have changed a lot since I was a kid. There is just more fancy stuff for kids than their used to be. While starting to “envy” those lucky kids who born in such a plenty commodity market nowadays, I “admire” the overwhelming advertising power on leading the public especially our kids into an over-consumption era.
I know some may still argue that there is not anything wrong with marketers and advertisers trying to make sales and profit. However, the effects of things like mass consumption, the intense advertising, and targeting to children and its impacts over so many aspects of daily lives is of concern. Children are not only customers, but also consumers, influencers and users in the family Decision-Making Unit. From my personally opinions, I do think children’s identities shouldn’t be defined by their consumer habits; yet that is the main way they see themselves reflected in the media—as consumers, and advertisers are targeting younger and younger children with this message.
Intel commercial- Ajay Bhatt
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Intel has recently started running a new campaign in which it remakes the company’s top researchers into ‘rock stars.’ The man they show in the spot as Ajay Bhatt is really just an actor, however there IS a real Ajay Bhatt who, while working for IBM in the early 1990’s, played a key role in inventing USB (Universal Serial Bus). Intel had originally approached Ajay to ask for permission to feature him in their latest campaign, but according to Mr. Bhatt, he never really paid attention to what they were doing until he finally saw the completed promo on TV.
I like this Intel commercial which shows Ajay Bhatt – the co-inventor of USB – with a rock-star like following.
At first glance the advertisement appears to be a humorous spot that attempts to redefines the American definition of a male hero as an Indian American computer engineer. In this 30 second ad, on one hand, the ad suggests that we should be rethinking who we see as the heroes of our generation. In slow-motion frames, people scream, men point to his image on their t-shirt, women swoon, and others take his picture with their phones and cameras as the fake Ajay Bhatt nods, winks, signs autographs. But on the other hand, this exaggerated behavior creates a comic moment because the visual of the actor playing Ajay Bhatt defies American audience expectations of who represents a rock star. I wonder has an Indian American man who looks like the stereotype of a smart computer geek really replaced Michael Jackson, and Adam Lambert in the American imagination?
Moreover, I think the ad actually doesn’t redefine the American hero but in fact reinforce the idea of Asian American men as a minority who are rarely seen as rock stars in “our world.” The message behind the humor separates Indian Americans from everyday American popular culture icons and instead confines Ajay Bhatt and anyone like him to a single image.
In the end, I feel while the advertisement promotes a different world where the professionals are Indian Americans or Asian Americans who are boxed in by the continual replaying of stereotypical definitions, the Campaign of the Sponsors of Tomorrow still attempts to turn the traditionally negative stereotypes of Asian males as smart, studious and hardworking into positives.
2008 Beijing Olympic Games PSAs-Chinese version “The Responsibility Project”
Posted by: | CommentsAlone with Kat’s ”The responsibility project-Liberty Mutual” post, I just found the Chinese version. The public service ads was made to encourage the well-being among Chinese people, especially for capital residents in Beijing. Impressively, the format was perfect for dramatizing a message in a clear and simple way. Besides, a slogan going with the ads is that Salute to Olympic Games; Advocate civilization; Set new Fashion. But there had a bit different with Liberty Mutual version is the people who nod their head and show approving to those “well-behaviors” are all famous anchors in CCTV rather than normal public people in Liberty Mutual. Im kinda surprised to see the “original version” here and then decide to share with you guys the Chinese version as below.
Although the public service advertisements are not often explored in class, we, as advertisers, should not neglect this category of advertising as it represents a genre of messages that highlight the positive side to advertising. Similar to normal advertisements, a good PSA should associate the product with our feelings effectively. As such, they attract attention by linking a product to emotions.
Some have said that advertising is a 21th century art form. Others have called it the most effective propaganda system ever created. Considering the fact that our public is surrounded by a sea of advertising messages that promote the benefits of a near endless stream of products, I agree with them to some context, but here, the public service ads that take advantage of its predominant power to public at least show us advertising can bring lasting and positive social change.
